Last week we conducted our final online Summit of the year. Nearly 500 people registered and about half joined us online for Customer Experience Summit 2011: Innovation in the Digital Age.
The Summit included 4 1/2 hours of thought leadership content, with 8 featured speakers covering 3 critical themes for CX success:
- Digital Experience Innovation—creating memorable digital experience as an integral part of an overall CX strategy
- Customer Experience Analytics—surveys are a critical foundation, but companies also need to use analytics for a more complete picture of multi-channel customer interactions
- Change Leadership—because the top CX leaders do the best job of acting on insights from Voice of Customer programs
You’re welcome to access the full Summit recordings and download presentation content (free registration required). However, for the time starved out there, I thought I’d present my picks for the top insights from the Summit.
To do so, I selected one slide from each of the speaker’s presentation material, and added some brief commentary. These are presented in the order that the speakers presented. Enjoy!
1. Smart Customers + Digital Innovations: The New World of Customer Experience
Michael Hinshaw of MCorp Consulting kicked off our Summit by reviewing digital trends and opportunities for innovation. And he stressed that digital experiences shouldn’t exist in isolation.
2. Evolving Your Digital Marketing Strategy to Meet Today’s Customer Experience Demands
Kevin Cochran of Adobe drilled further into the Summit’s digital experience theme, presenting 3 key imperatives (convenience, advocacy, context) and discussing why companies need to manage experiences though chaotic multi-channel journeys.
3. How T. Rowe Price is Striving to Deliver a “Distinguished and Consistent” Customer Experience
Ryan Matherly of T. Rowe Price wrapped up day 1 with a view from the CX trenches. He stressed the importance of doing customer journey maps, which can be used to identify opportunities for digital innovation.
4. Asking the Right CX Questions: Optimizing Your Customer Relationship Survey
To begin day 2, Bob Hayes of Business over Broadway revealed how to get the maximum value from surveys, including the types and number of questions. As it turns out, a small number of general CX questions plus one relative performance question does the best job of predicting loyalty.
5. Improving Your Customers’ Cross-Channel Journey: Save Money, Make Money
But these days customers are also “speaking” to companies with their behavior as they navigate multiple channels during buying or service experiences. Lauren Smith of ClickFox explained how cross-channel analytics can identify hard-to-spot opportunities for improvement.
6. How Sprint Leveraged Analytics to Become the Most Improved in Customer Satisfaction
And just to show this cross-channel stuff is not just theory, Lance Williams of Sprint Nextel told the story of how the wireless carrier improved loyalty and saved a lot of money by analyzing and fixing experience issues. Very impressive turnaround!
7. Changing the DNA: The Role of Leadership in Creating a More Customer-Centric Culture
Let’s face it, “knowing” and “doing” and two different things. You’re not going far in your CX strategy (digital or otherwise) without the right leadership or culture, advised Cameron Karr of Xignite, who kicked off day 3.
8. Leaders Wanted! Orchestrating a “Touchpoint Symphony” to Stand Out in a Crowded Market
To wrap up, I presented some research on the impact of touchpoint “amnesia,” which about 80% of companies inflict on their customers. And shared my vision that companies should get their interaction channels working together in harmony.
Most people reading this post will say that Customer Experience is a top priority. Great! But what are you going to do to ensure that your firm stands out from all the others that have the same vision?
Isn’t it time to stop dreaming of CX success and start creating a real CX strategy! Invest some time listening and learning from our Summit speakers. Again, all of the Summit slides, audio and polling questions are available for free.